The hotel industry is made up of many different chains, brands, and hotel groups. They all cater to a diverse range of customers, and for suppliers, understanding the different types of hotel chains is crucial.

This blog post will outline the nuances and differences between hard brands, soft brands, and chains. This will help your business understand which is best suited for you.

This blog will also explain how the different chain types are communicated on THP’s advanced SaaS database, so you can get the most value out of the thousands of chains and brands we have listed.

Equipped with this knowledge, your business will be able to strategically target the most suitable brand or chain for you, enhance your existing partnerships and ultimately cut ahead of your competitors in a crowded hospitality landscape!

Three Hotel Chain Types 

Hard Brands

Hard brands are specific brands within hotel groups that operate independently with a distinct name. Sometimes they contain specific references to the larger hotel group within them (like Park Hyatt, or Grand Hyatt) but more often than not, they’ll be entirely separate (like Waldorf Astoria, or NoMad). 

These hard brands take the form of fully branded hotels, with strict brand standards and guidelines. Within each hard brand, there will be uniformity in identity, design, services, and operations. 

They also maintain a strong brand image and target market. Walk into the DoubleTree by Hilton in London, and you’ll be greeted with the same design, amenities, and service as you would walking into the DoubleTree by Hilton in Berlin. 

For suppliers, working across multiple hotels from one hard brand means predictable requirements, often large-scale orders, and consistency in products needed. 

In THP’s database, you can filter for the specific hotel projects from particular hard chains, by typing in the name of the chain in the box named ‘Name of Chain’ in the ‘Construction Details’ menu. 

There are also plenty of contacts listed within THP’s database from each specific hotel chain if your business would like to reach out directly to a particular company. These can be found by navigating to the ‘Chains’ menu at the top of the page and then selecting the details relevant to your needs.

You can find the most important contacts in the headquarters, international, and national offices of all major hotel chains in THP’s database. 

There are over 1500 hard brands listed on the THP hotel database at present, providing your business with the perfect opportunity to reach out to the industry’s most important stakeholders. 

Soft Brands

Soft brands are a collection of independently owned hotels that are affiliated with a larger brand for marketing and reservation purposes.

Importantly, these hotels maintain their own unique identities and operational autonomy. This means flexibility in design and operations and individuality for customer experience. 

Marketing collaborations such as Leading Hotels of the World, or Small Luxury Hotels of the World dominate this sector. They can be identified by brand collateral such as plaques within the hotel signalling their membership, among other branding. 

The major hotel chains have also jumped into the world of soft brands in the last ten years, starting with Ascend by Choice, and shortly followed in 2010 with Marriott’s Autograph Collection. Other soft brands from major hotel groups include Curio Collection by Hilton and Trademark by Hilton. 

For suppliers, there can be many advantages to targeting soft brands, including the opportunity for customised offerings and the potential for niche market targeting. 

There are over 500 soft brands on the THP hotel database, including all of the major affiliations; from Hilton to Marriott. 

Hotel Groups

Hotel groups are companies that own and operate multiple hotel brands, which can be either hard or soft brands. 

There’s no doubt you’d be familiar with these companies. Think Hilton, Accor, Hyatt, and Marriott. 

They generally have a diverse portfolio of brands within the larger company, all which have their own variation of brand standards. For example, a Waldorf Astoria and a Hilton Garden Inn would both have different requirements for suppliers, but they’re both owned by Hilton. 

For suppliers, cultivating partnerships with these hotel groups is highly beneficial as they can provide access to a broad range of hotel types within one company. The larger budgets and operational scale also allow for opportunities for long-term partnerships and contracts. 

Similar to THP’s database functions for the two hotel chain types, you can filter and find hotel projects and contacts from specific hard brands using the methods outlined above. 

THP’s hotel database currently has over 330 hotel groups listed, all of which contain detailed information about the best contacts, current pipeline, and much more. 

Comparison of hard brands, soft brands and hotel groups

Standardisation vs Flexibility:

The first major difference between the three chain types is the contrast between standardisation and flexibility.

Hard brands are more standardised and follow strict brand guidelines and standards, which means each hotel under the brand umbrella has a similar look and feel. 

Soft brands offer flexibility and individuality, with each hotel maintaining a unique identity and operational autonomy while benefiting from marketing and reservation support of the wider brand. This allows for diverse customer experiences.

In general, hotel groups encompassing both hard and soft brands can provide a mix of standardisation and flexibility across their portfolio as a whole. 

Scale of operations:

Another significant difference is the scale of operations, which can have a huge impact on order size and consistency for hotel suppliers. 

Due to the uniformity across hard brands, suppliers can expect large-scale orders with predictable requirements. This makes it easier for suppliers to manage inventory and production. For example, a DoubleTree by Hilton would have similar needs across bedding, furniture, toiletries, and other amenities. 

Soft brands ask for more variation in orders from hotel suppliers, due to the individuality of each hotel. This allows businesses to provide more customised offerings but also requires more effort, specifically when it comes to tailoring products to meet each hotel’s unique needs. 

Hotel groups, however, present diverse order sizes and frequencies. Suppliers may deal with large, uniform orders for some hotel groups, while others may need more specialised orders. 

Market reach: 

Hard brands typically have a broad, uniform market reach within each brand. This can appeal to guests who seek out a reliable, consistent experience. 

Soft brands target guests looking for unique, boutique experiences. This translates to niche segments of the market, such as leisure travellers seeking memorable stays. 

Suppliers targeting hotel groups can expect to be working with the widest market reach. Hotel groups encompass diverse hotel types – from budget-friendly to luxury, and from highly standardised to individual. This provides suppliers with extensive opportunities to engage with various hotel brands within the larger hotel group. 

FAQ

Q1: What is the main difference between a soft brand and a hard brand hotel?

• A: A soft brand hotel retains its unique identity and local charm while affiliating with a larger brand for marketing purposes. A hard brand hotel adheres to strict brand standards, set by the larger hotel group. This offers a consistent experience across all locations.

Q2: How can suppliers benefit from working with hotel groups?

• A: Suppliers can benefit from multiple brand engagements, diverse product needs, and long-term partnerships when working with hotel groups. This is due to the varied portfolio of brands managed by larger hotel groups.

Q3: What are the procurement needs of soft brand hotels compared to hard brand hotels?

• A: Soft brand hotels often require unique products to maintain their individuality. Their preferences often depend on the hotel itself. Hard brand hotels require standardised items to ensure uniformity across all branded properties.

Q4: Can you give an example of a successful supplier partnership with a hotel group?

• A: A supplier providing high-quality bedding to multiple brands within a hotel group, meeting the distinct needs of each brand while benefiting from the scale and consistency of the partnership.

Q5: Why is it important for suppliers to understand the different types of hotel chains?

• A: Understanding the different types of hotel chains allows suppliers to tailor their products and services to meet the specific needs and preferences of each type. This leads to more effective marketing and stronger business relationships.

Sources: 

https://ceoworld.biz/2024/03/29/largest-hotel-chains-in-the-world-by-number-of-properties-2024

https://www.decorativeceilingtiles.net/the-biggest-hotel-chains-in-the-world-by-number-of-locations